The Netters Social Club — Deja Doodles Art- Illustrator and Graphic Designer

The Netters Social Club is a conceptual brand identity for a modern tennis and social club with locations across Los Angeles, San Francisco, Arizona, and Utah. Designed to bring people together on and off the court, Netters reimagines the traditional tennis club as a welcoming, community-driven destination for players of all levels.

Blending sport, culture, and lifestyle, the brand pairs a playful visual identity with a premium social experience. From the courts to the clubhouse, every touchpoint is designed to make tennis feel more accessible, connected, and fun.

Explore the official Netters playlist here!

Scope

— Art Direction
— Logo Identity
— Type & Color
— Illustration and Design System
— Editorial Design & Layout
— Collateral: Ads, Posters, Rack Cards

Creative Direction: Deja Brown
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Design: Deja Brown
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Copy: Deja Brown
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Client: Concept Project

Naming & VISUAL IDENTITY | Meet the brand

With the brand's purpose established, I moved into naming and visual identity development. Inspired by the nostalgia of vintage tennis clubs and the atmosphere of a retro Los Angeles social lounge, Netters was designed to feel both familiar and fresh.

The creative direction centered on a balance: creating a club experience that feels exclusive once you're inside, while communicating an inviting, inclusive atmosphere from the outside. The color palette draws from the warmth and sophistication of a modern social lounge, giving the brand a more cultured, contemporary take on traditional tennis culture.

LOGO

Primary

Color palette featuring green, light pink, white, and black shades with their respective names and hex codes.

TYPOGRAPHY –

Three fonts define the visual identity of The Netters:
Three typefaces come together to give Netters its distinct personality, balancing vintage charm with modern character.

1. Souvenir Jacket - Drawn by hand to capture that vintage aesthetic with a modern edge; a sans serif typeface, for titles or body text.
2. BN Rendall Script- A bold script typeface used for logo and display purposes.
3. Dreamboat- A bold script used sparsely for personality

Image of a webpage titled 'OTR Souvenir' with sections describing the social club's activities, membership benefits, and events, all in stylized text on a black background.

Enviormental Settings

To further drive home the story, I created a mood board that visualized what life would look like at The Netter’s resort. From people interaction to environmental surroundings.

Primary (Color two)

An aerial view of three tennis courts with pink playing surfaces, each divided into four sections, surrounded by a green surface and fencing.

Stylized pink and black script letter 'Y' on a black background.

Secondary

Brand Color Palette

The palette takes a modern approach to traditional tennis colors, pairing rich forest green with soft blush and warm off-white for a look that feels elevated, playful, and timeless.

Two people in pink and white striped robes walk up stairs surrounded by lush tropical plants and flowers, with a bright sky above.

Two young women with dark hair styled in braids walking and talking on a tennis court, both holding tennis rackets and smiling.

Indoor lounge area with green palm trees, round marble-topped tables, black wire chairs, and tiled flooring in a geometric pattern, with a modern upper-level balcony.

Custom Icon Set

The Netters utilizes a custom icon set that can be found on various stationery and activations.

Drawing of a simple tree with long, thin branches and no leaves.

Two stylized tennis balls, one pink and one dark green, with black curved lines indicating their shape.

Line drawing of a tennis racket with a textured handle and a large oval head with a grid pattern for strings.

Hand-drawn chalk illustration of a flamethrower with the word 'Tami' on it, positioned above a small branch with leaves.

Pattern featuring pink table tennis paddles, green tennis balls, black sunglasses, palm trees, and packs of matches labeled "Candle Club Fans."

Social Media Templates

Social media was designed to feel cohesive, interactive, and in tune with current trends. As a primary touchpoint for members and prospective guests, the templates balance brand consistency with relatable, engaging content that keeps the community connected and in the know.

Aerial view of a tennis court with the overlaid text 'The Netters Social Club at the Cavallo Hotel'.

A tennis court with a single tennis ball on the ground and a woman hitting a tennis ball with a racket.

Basket of yellow tennis balls with the text 'How to Play French Tennis' and a swipe button on a blurred background.

Promotion for doubles tennis tournament featuring a background of yellow tennis balls and large pink text on a pink background.

Stationery and Assets

Stationery offers another opportunity to bring the brand into members' everyday lives. I designed each piece to feel cohesive with the visual identity while being functional, memorable, and display-worthy—something members would want to keep on their fridge.

Poster and decorations for 'The Netters Social Club' on a tennis court, with palm trees and mountains in the background.

Merch

The goal was to create merchandise that fits seamlessly into an active, social lifestyle. From everyday tote bags to branded tennis gear, each piece balances function with style. Smaller accessories like wristbands and keychains offer a more subtle way for members to show their club pride.